Case Study Of Eye Tracking In Advertising Testing

Eye|watch Attention tracking through Eye Movement Registration

In Sanoma…

Reach 62% of all women in Belgium

Top 5 most feminine sites!

Libelle, Femmes,Flair mobile offer for women

Tailor made Community Activation campaigns

WE KNOW HOW TO COMMUNICATE WITH WOMEN!

Information overload

The average person sees over 3.000 messages a day

Getting the attention of the consumer gets harder and harder

Importance of an efficient visual communication

Attention Tracking Research

Attention Tracking by Medialogue

1996

Launch of Stop|watch barometer (measuring attention through recognition questions)

2003

2500 advertisements tested in Stop|watch

2005

10 years of Stop|watch barometer

Publication of Stop|watch book

Presentation of du Plesis (measuring attention

through neuroimaging/brainscanning)

Source: pdf of Stop|watch book, presentation of du Plesis available on www.medialogue.be

Attention Tracking by Medialogue

March 2008

Launch of Eye|watch = Attention tracking Barometer (Attention through Eye Movement Registration) in cooperation with Rogil

Paper on eye tracking methodology

Source: paper on eye tracking available on www.medialogue.be Measure the return on impact of your magazine advertisement Stop|watch by Medialogue Anticipate the impact of your magazine advertisement Eye|watch by Medialogue

Eye Movement Registration?

One of the most powerful methods to find out how visual communication works is eye movement analysis.

Integrated infrared EMR camera in flat screens  respondent is not aware of the eye-movement registration equipment.

Analysis based on the distribution and number of fixations (Fixation = 50-100 milliseconds focus on 1 point)

Advertisement optimization Advertisement pretesting Optimize the design, lay-out, colours, message… of any communication stimulus before launching Is your ad communicating your message? dialogue with your creative people by evaluating your ad in an objective way. Added value of Eye|watch Evaluation of communication power of your advertisement understand why certain advertisements (didn’t) work(ed) and recommendations for improving your advertisment

Main questions:

Which elements of a stimulus are perceived (headline, product, text, logo…)?

Does the viewer pay enough attention to process the relevant elements (headline, product, text, logo…)?

When and how intensive are they perceived?

Are the elements clearly arranged in order to get the message to the consumer ?

Advertisement pretesting: Actimel Case

Key visual not clear enough, too dark

2 text blocks, no added value

Too much text

No clear reading pattern

Source:Eye tracking Actimel, Rogil (2006-2007) Basic rule: K eep I t S hort and S imple (KISS) 1st version Hotspots

Product as key visual  works very good

Increased structure and simplification  clear reading pattern

Still problematic = text block and main message at the bottom

2nd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)

Further simplification of text part increased the attention

Also increased attention for main message at bottom, but there is still improvement possible

3rd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)

Multi-client study for Ad testing

Benchmark your print ad for Eye Tracking database (more than 7000 observations)

Launch 1st wave = week 12

Eye|watch barometer

Research design

Street recruitment via mobile test units

Eye Movement Registration (5 minutes)

In-depth evaluation questions: Face to face interview (15 minutes)

7 ads tested per wave

6 waves per year

N = 100/wave

Quota in line with CIM

Sex: 50% men - 50% women

Age: 50% 18 – 44 y.o. / 50% 45 -65 y.o.

Social groups:

31% sg 1-2

28% sg 3-4

23% sg 5-6

18% sg 7-8

Fieldwork by Rogil, the specialists in Attention Tracking Research

Questionnary

Part 1 = Eye Movement Registration (EMR)

Part 2 = In-depth evaluation questions

Overall liking

Key performance indicators

+ 2 ad specific closed items/questions can be added (within the fixed budget)

Socio-demographics

Media usage

Source: Moves me, touches me Inspiring Gives me a good feeling Credibility Striking, eye-catching Entertaining Attractive Convincing Call to action Tells me something new Easiness to understand Original

Options

Option 1: extra questions

Extra ad hoc questions for a specific print (open and closed questions)

Option 2: Sample boost

Boost sample for specific target groups

e.g.: Youngsters, 16-24 years old

N = 50 which all pass the EMR and verbal measurement

Option 3: qualitative research

Possibility to interview a sub-sample (N = 10 respondents)

In-depth qualitative interview (20 minutes)

Qualitative insights are integrated in Eye/watch report

Source:

Practical

Input client

Stimuli (both French and Dutch) in high definition jpg file

Minimum 300 Dpi

Minimum resolution 1680x1050

Ad hoc questions

 deadline = 1 week before field!

Output Medialogue

Eye Movement Analysis

Hotspots analysis

Reading pattern analysis

Evaluation of the ad

Overall liking

Evaluation on 10 items (8 fixed items/2 ad hoc items)

Key findings + recommendations

PowerPoint report + oral presentation with both Eye tracking and questionnaire data

Source:

Output: Hotspots & Reading pattern Source: PRODUCT 89% 0,72s LOGO 80% 0,46s 73% 0,90s HEADLINE TEXT 91% 1,59s 100% 0,79s KEY VISUAL Hotspots Reading pattern 1 5 4 2 3

Not important / Not relevant Doesn’t give new information Unpleasant Incredible Ordinary / Banal Difficult to understand Doesn’t invite to buy the product Makes the brand less attractive Not interesting Not typical product X Important / Relevant Gives new information Pleasant Credible Original / Distinguishing Clear / easy to understand Invites to buy the product Makes the brand attractive Interesting Typical product X Top 2 % Bottom 2 % Output: Evaluation of the ad Source: To what extent does each of the following statements apply to the advertisement? 6 point scale: (fully applies)

Timing Source: